James R. Bettman

James R. Bettman

Burlington Industries Professor of Business Administration

Education & Training

  • Ph.D., Yale University 1969

  • M.Phil., Yale University 1969

  • B.A., Yale University 1965


Dr. James R. Bettman is Burlington Industries Professor of Business Administration and a member of the marketing area at the Fuqua School of Business and Professor of Psychology and Neuroscience at Duke University. He received both his BA (mathematics-economics) and his PhD (administrative sciences) from Yale University. Prior to his appointment at Duke, he was on the faculty at UCLA. Professor Bettman’s teaching interests are in consumer behavior. His research focuses on consumer information processing and decision making, particularly constructive preferences, how decision makers adapt to different situations, effects of emotion and stress on decision making, the role of nonconscious processes in consumer behavior, and how people use consumption in forming identities. Professor Bettman's publications include two books, An Information Processing Theory of Consumer Choice and The Adaptive Decision Maker, and a monograph, Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice. His research papers (over 120) appear in journals in marketing, consumer research, psychology, management, and neuroscience. He is a member of the editorial review boards for the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. He is an associate editor for the Journal of Marketing Research and has previously served as co-editor for the Journal of Consumer Research and editor of Monographs of the Journal of Consumer Research. Professor Bettman has been recognized for his teaching and mentorship throughout his career. He received the Duke University Dean’s Award for Excellence in Mentoring in 2006 and the NCNB Faculty Award for the Fuqua School. He was also named the Duke University Scholar/Teacher of the Year. He has chaired or co-chaired forty PhD committees at Fuqua and at UCLA. He is a Fellow of the American Psychological Association, the American Psychological Society, and the Association for Consumer Research. He has received the Converse Award, the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award, Consumer Behavior Special Interest Group Lifetime Achievement Award, Harold Maynard Award, and William F. O’Dell Award from the American Marketing Association; a career contribution award from the Society for Consumer Psychology; a distinguished service award from the Journal of Consumer Research; and was awarded the Leo Melamed Prize for outstanding scholarship. Professor Bettman has also shared his expertise through testimony before the Federal Trade Commission, advice to the US Court, Central District of California, and work with various companies.

Escalas, JE, and Bettman, JR. "Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging." Journal of Advertising 46.2 (April 3, 2017): 297-308. Full Text

Shah, AM, Eisenkraft, N, Bettman, JR, and Chartrand, TL. ""Paper or plastic?": How we pay influences post-transaction connection." Journal of Consumer Research 42.5 (January 1, 2016): 688-708. Full Text

Cavanaugh, LA, Bettman, JR, and Luce, MF. "Feeling love and doing more for distant others: Specific positive emotions differentially affect prosocial consumption." Journal of Marketing Research 52.5 (January 1, 2015): 657-673. Full Text

Liu, PJ, Bettman, JR, Uhalde, AR, and Ubel, PA. "'How many calories are in my burrito?' Improving consumers' understanding of energy (calorie) range information." Public health nutrition 18.1 (January 2015): 15-24. Full Text

Shah, AM, Bettman, JR, Ubel, PA, Keller, PA, and Edell, JA. "Surcharges plus unhealthy labels reduce demand for unhealthy menu items." Journal of Marketing Research 51.6 (January 1, 2014): 773-789. Full Text

Cutright, KM, Bettman, JR, Fitzsimons, GJ, and Thomas, RD. "Putting brands in their place: How a lack of control keeps brands contained." Journal of Marketing Research 50.3 (June 1, 2013): 365-377. Full Text

Simonson, I, Bettman, JR, Kramer, T, and Payne, JW. "Comparison selection: An approach to the study of consumer judgment and choice." Journal of Consumer Psychology 23.1 (January 1, 2013): 137-149. Full Text

Simonson, I, Bettman, JR, Kramer, T, and Payne, JW. "Directions for judgment and decision making research based on comparison selection: Reply to Arkes, Johnson, and Kardes." Journal of Consumer Psychology 23.1 (January 1, 2013): 161-163. Full Text

Kyu Kim, B, Zauberman, G, and Bettman, JR. "Space, time, and intertemporal preferences." Journal of Consumer Research 39.4 (November 27, 2012): 867-880. Full Text

Ferraro, R, Escalas, JE, and Bettman, JR. "Our possessions, our selves: Domains of self-worth and the possession-self link." Journal of Consumer Psychology 21.2 (April 1, 2011): 169-177. Full Text


Breazeale, M, Fournier, S, Avery, J, Aaker, D, Deighton, J, Fitzsimons, G, Kozinets, RV, MacInnis, D, McGill, AL, John, DR, and Schroeder, J. "Contemplating the futures of branding." Strong Brands, Strong Relationships. June 12, 2015. 395-414. Full Text

Escalas, JE, and Bettman, JR. "Managing brand meaning through celebrity endorsement." January 1, 2015. 29-52. Full Text

Bettman, JR, and Escalas, JE. "Self-Brand Connections: The Role of Reference Groups and Celebrity Endorsers in the Creation of Brand Meaning." Handbook of Brand Relationships. Ed. CW MacInnis and J Priester. Armonk, NY: ME Sharpe, 2009.

Luce, MF, Bettman, JR, and Payne, JW. "Consumer Decision Making: A Choice Goals Approach." Handbook of Consumer Psychology. Ed. C Haugtvedt, P Herr, and F Kardes. 2008.

Bettman, JR, and Payne, JW. "Walking with the Scarecrow: The Information-Processing Approach to Decision Research." Blackwell Handbook of Judgment and Decision Making. Ed. D Koehler and N Harvey. 2004. 110-132.

Bettman, JR, and Payne, JW. "The Emotional Nature of Decision Trade-Offs." The Encyclopedia of Cognitive Silence. Ed. L Nadel. Nature Publishing Group, 2002. 500-504.

Bettman, JR, Payne, JW, and Luce, MF. "The Emotional Nature of Decision Trade-Offs." Wharton on Making Decisions. Ed. S Hoch and H Kunreuther. 2001. 17-35.

Bettman, JR, and Payne, JW. "Preferential Choice and Adaptive Strategy Use." Bounded Rationality: The Adaptive Toolbox. Ed. G Gigerenzer and R Selten. MIT Press, 1999. 113-114.

Luce, MF, Payne, JW, and Bettman, JR. "Behavioral Decision Research: An Overview." Handbook of Perception and Cognition: Measurement, Judgment, and Decision Making. Ed. M Birnbaum. Academic Press, 1998. 303-359.

Bettman, JR, Payne, JW, and Johnson, EJ. "The Use of Multiple Strategies in Judgment and Choice." Individual and Group Decision Making. Ed. NJ Castellan. Lawrence Erlbaum Associates, 1993. 19-39.


Luce, MF, Bettman, JR, and Payne, JW. Tradeoff Difficulty: Determinants and Consequences for Consumer Decisions. 2001. (Monograph)

Payne, JW, Bettman, JR, and Johnson, EJ. The Adaptive Decision Maker. Cambridge University Press, May 28, 1993.

Bettman, JR. An Information Processing Theory of Consumer Choice. Addison Wesley Publishing Company, 1979.

Escalas, JE, and Bettman, JR. ""Celebrity Endorsement and Self-Brand Connections"." 2009.

Zemack-Rugar, Y, Bettman, JR, and Fitzsimons, GJ. ""Effects of Specific, Nonconscious Emotion Primes on Behavior"." 2007.

Bettman, JR, Johnson, EJ, and Payne, JW. "A perspective on using computers to monitor information acquisition." 1995.

Bettman, JR. "Consumer information processing: What a long, strange trip it's been." 13th Paul D Converse Symposium. 1992. UNIV ILLINOIS URBANA-CHAMPAIGN, URBANA, IL.: AMER MARKETING ASSOC, January 1, 1995.


Selected Grants

Neural Compensation and Economic Decision Making in Aging awarded by National Institutes of Health (Co Investigator). 2007 to 2010

(95-0721) Task Stress and Decision Behavior awarded by National Science Foundation (Co-Principal Investigator). 1994 to 1997

(94-0046) Task Stress and Decision Behavior awarded by National Science Foundation (Co-Principal Investigator). 1994 to 1996